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‘We launched with a pretty mediocre product’ — how two direct-to-consumer startups iterated to success

2018-09-18T22:11:28Z - Rani Molla / Recode

That’s the message from the founders of deodorant and mattress brands Native and Tuft & Needle.
“We launched with a pretty mediocre product,” Native deodorant CEO and founder Moiz Ali told the crowd at Code Commerce in New York City.
“So the first year of business was just us trying to figure out how to make a better product.” That involved sending different samples to different customers and acting on the feedback they got.
“In May 2016, we launched a better formula and we quintupled revenue between May and December because we had a better formula,” Ali said.
“Customers told us that.”JT Marino, co-founder of Tuft & Needle, had a similar experience with his mattress brand.